Grey social media engagement analysis

Purpose – Recent studies have shown that customers are more likely to buy a certain product or service from a company they can follow or contact on social media. Moreover, the customers feel a stronger relationship with the companies they are interacting in the virtual networks. But have the companies succeed in getting everything from this strong relationship? Are their online advertising campaigns getting to the right customers? Is there any connection between the social media engagement and the decisions users are taking? This is going to be shaped in this paper through a grey analysis applied to the selected variables. The paper aims to discuss these issues. Design/methodology/approach – As the nature of the relationships created in the online social networks is characterized by incomplete information, the analysis will make used of the concepts and means offered by the grey systems theory, a theory that have obtained good results over the time when used on uncertain situations. Findings – By applying...

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